Blog Posts We Make Here: Peloton's Day of Giving

Some of the most effective acts of branding are small ones. Because strong employer brands always begin within a company, you can make a big impact by simply highlighting an internal program, policy, or process. 

In this installment of blog posts we make here, we’ll look at one of our latest contributions to Peloton’s employer brand.

The ask

Peloton wanted to show off its internal culture of service to potential candidates. The focus was the company’s newly minted annual Day of Giving in which Peloton, which supports volunteerism year round, offered additional resources for employees to volunteer and donate at the kickoff of the holiday season.

And because a good employer brand always starts with a health company culture, promoting the Day of Giving is a great way to reinforce employee enthusiasm and get team members talking about the program to their networks.

All Peloton employees, both hourly and salaried, are given VTO, or volunteer time off, to serve in their communities, so the Day of Giving is an inclusive event all staff can get excited about and participate in. 

How we did it

We wrote a blog post that briefly summarizes the initiative and features five Peloton employees sharing their volunteer experience and encouraging their fellow team members to use their VTO.

The Peloton team interviewed employees around the world—in the UK, the US, and in Taiwan—and we worked from the interview recordings and transcripts to capture their service stories. We wove this with basic info about the program and created a reporting-style post. 

Peloton was clear that it did not want to sound like it was giving itself a self-indulgent pat on the back, so we focused on the employees' personal experiences and reasons for giving their time and money. And when it felt natural to include their comments on the company policy, we did.

Why this campaign is important

We’re big believers in employer branding blogs, so we relish any chance to work with a client who believes in them too. 

It’s not easy to get staff to share company news and policy with their social networks, but feature them in a blog post (or video), and they’re much more likely to share the content naturally and enthusiastically. (Look, Mom! I’m famous!)

(If you’re interested in employer branding blogs, check out our head-to-head comparison of VRBO’s and Airbnb’s blogs.)

Secondly, Peloton’s Day of Giving program is one way the company practices two of its values—Operate with a Bias for Action and Together We Go Far. This campaign created an opportunity to hear about values in action, not just from the company, but from employees themselves.   

Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.

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